Brand Lao works for better livelihoods

Nov 10, 2017

Planting rice. Photo: UNDP Lao PDR/Silvia Jundt

A new initiative helps local enterprises get better pricing for high-quality products 

The Lao National Chamber of Commerce and Industry creates a launching pad for a Branding Lao Promotion and Development Facility, benefitting local producers with better returns for their produce.

Fragrant tea leaves, bags of pearly rice, coffee beans that bring back memories of the Boloven plateau and yards of smooth silk, in all colors of the rainbow – these are signature products of Lao that are very popular in different parts of the world.

Despite this Lao exports are hard to find abroad, and, when present at all, they are supplied as anonymous goods – missing out on the link between producer and consumer. The origin of the products is not a contributing factor to the customer’s motivation to buy them, leaving a very low margin for higher pricing and consequently, low profitability for Lao enterprises and local producers, at the beginning of the value chain.

The Lao National Chamber of Commerce & Industry (LNCCI), in partnership with United Nations Development Programme (UNDP) is now trying to address this situation. The Branding Lao Promotion and Development Facility, launched today at the premises of the LNCCI in Vientiane by H.E. Mr. Somchith Inthamith, Vice Minister of Industry and Commerce, Mr. Oudet Souvannavong, LNCCI President and Ms. Kaarina Immonen, UNDP Resident Representative will help Lao enterprises and producers with a package of services that will include professional packaging and marketing advice including targeted information on market potential in foreign cities and countries.  

Set up as a part of project titled Brand Lao – for Better Livelihoods, this Branding Lao Promotion and Development facility will research the expectations of international consumers and help adopting necessary standards for Lao products. Eligible products and their suppliers will be identified in the course of the project. Enterprises participating in the project will receive product development and branding assistance, as well as support in creating profitable marketing chains.


Launch of Brand Laos Facility 2

Opening ceremony. Photo: UNDP Lao PDR/Katia Gruetter

“There is no reason why Lao products could not be successful on international markets,” said LNCCI President Oudet Souvannavong. “Brand Lao is an innovative approach to reducing poverty in our country, through high-quality products, targeting customers who are willing to pay a little extra in exchange for ethical and sustainable production.”

For more information, please contact:

Ms. Sonedalinh Phoumvongxay
Programme Analyst, Poverty Reduction Unit, UNDP Lao PDR

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